The second unifying device for the IBM software brands is THE RIVER, a horizontal strip that spans across the majority
of software communications.
In combination with the white background it conveys a sense of clarity and OPENNESS, which is a core IBM attribute.
The combined use of THE MOSAIC and THE RIVER concept throughout all forms
of communication allows a connection between the five software brands. It is an
on-going thread of visual narrative that evolves with new technologies and new business strategies. In that sense, it is
to branding what autonomic computing is to IBM software.
From a graphical standpoint, the coherence of the system allows to modulate and customize the mosaic without loosing branding integrity.
IBM software packaging |
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